B-uppsatsens syfte är att analysera hur Abecita genom en märkesutvidgning kan utvecklas för att nå ett nytt segment som skall utgöras av den unga trendiga kvinnan. Litteratur kring redan existerande uppbyggnad av varumärkens identitet och image har studerats för att efter ovan nämnda riktlinjer kunna presentera den unga trendiga kvinnan hos Abecita. Sortimentanalyser och trendanalyser av material och snitt som skulle kunna användas i underkläder för att attrahera en mer ungdomlig målgrupp ligger också till grund för produktutvecklingen. Engelsk titel: Product development through brand extension- how Abecita can reach a younger target groupEngelska nyckelord: product development, brand extension, line extension, product segment, underwearSammanfattning på engelska: The essay aims to analyse how Abecita through a brand extension can be developed to reach into a new target market that will consist of the young trendy woman. In order to theoretically design a new market, literature on existing brand image and identity have been studied in order to find the young trendy woman at Abecita. Analysis of collections and trend analysis of materials and cuts that could be used in lingerie to attract a more youthful target group have also been used to underpin the product development. / Program: Textil produktutveckling och entreprenörskap

Background: Today, the trademark is the heart of the company and the management of brandimage and identity require certain attention and care. In an increasingly tough business climatewhere the brand today has a central and important role, it is understandable that the companieswant to take maximum advantage of it. In the company the brand is a great resource with analready known identity and established values that can help new products to enter the market. Toextend the brand is a popular growth strategy but it is important to do it properly in order not tofail. J Lindeberg and Peak Performance are two Swedish fashion companies which both havemade brand extensions. They are working or have been working with similar product categoriesbut the brands have a different image.Purpose: The purpose of this report is to investigate, describe and analyze how J Lindeberg andPeak Performance have elaborated their brand extensions. Brand extension within the fashionbusiness is a subject that hasn’t been explored to a wide extent and that is why it feels interestingto find out more about it. Why some brands succeed and others don’t, and the key factors for asuccessful brand extension within the fashion business.Methodology: The thesis is a qualitative study using an abduction methodology where empiricalfindings and frame of reference have been studied parallell. The theoretical framework is basedupon the importance of the brand and it’s structure. It also focuses on strategy for brand extensionand belonging benefits and disadvantages. The empirical findings are based on interviews withemployees from J Lindeberg and Peak Performance.Conclusion: It is noted that both brands have extended their brands with varied results. Both JLindeberg and Peak Performance seem to have learned of their mistakes and today they aremanaging their brand more carefully. Credibility and recognition of the brand are important whenextending, to help the new products when being introduced at the marketplace. The report hasalso revealed that brands based on image and personality, like J Lindeberg and PeakPerformance, have better chance to extend, since image brands doesn’t have such a narrow focus. / Program: Textilekonomutbildningen magister

<p>A common assumption in marketing is the wider variety of product a corporation has, the better for the consumer: more product - more choices. Companies often develop a line extension to broaden consumer range through product attributes including quality, function and design. These developed attributes within the product are not always optimal for the consumer. As a result, companies often become entangled in having a price higher than the cost and benefit of the products. This essay aims to analyze the consumer value of line extension products and how these evaluations relate to extended line product pricing. A quantitative approach has been used, while data has been collected through structured questions with multiple-choice answers. Various theories concerning the products of different levels, consumer attitudes and pricing of line extension products have been assessed for this essay. The data used for survey purposes is from three different surveys in three different grocery stores. The results reveal a connection between the customer evaluation and pricing, although not as strong as initially thought. The price of organic coffee and whole meal pasta, in relation to its respective core, was relatively the same. Also, the customer evaluation of these products was equally related (See Figure 21). Generally a corporation prices products according to specific attributes. Lactose-free milk was an exception by being priced 157% higher than the other line extension products. This variation in price happens without correlation to consumers’ evaluation.</p>

A common assumption in marketing is the wider variety of product a corporation has, the better for the consumer: more product - more choices. Companies often develop a line extension to broaden consumer range through product attributes including quality, function and design. These developed attributes within the product are not always optimal for the consumer. As a result, companies often become entangled in having a price higher than the cost and benefit of the products. This essay aims to analyze the consumer value of line extension products and how these evaluations relate to extended line product pricing. A quantitative approach has been used, while data has been collected through structured questions with multiple-choice answers. Various theories concerning the products of different levels, consumer attitudes and pricing of line extension products have been assessed for this essay. The data used for survey purposes is from three different surveys in three different grocery stores. The results reveal a connection between the customer evaluation and pricing, although not as strong as initially thought. The price of organic coffee and whole meal pasta, in relation to its respective core, was relatively the same. Also, the customer evaluation of these products was equally related (See Figure 21). Generally a corporation prices products according to specific attributes. Lactose-free milk was an exception by being priced 157% higher than the other line extension products. This variation in price happens without correlation to consumers’ evaluation.